Britain on Foot

Britain on Foot is a multi-platform consumer campaign that aims to inspire and inform the general public to get active and enjoy the Great British Outdoors.

Britain on Foot is a call to action to get the British public fitter, healthier and happier in the great outdoors. Everyone can be involved no matter their age, ability or financial status; it's about educating the public about the benefits of getting active in the outdoors and then engaging and enabling them to do so, whether that is a simple stroll in the local park enjoying the fresh air or bagging an exhilarating peak on a weekend hiking trip. Walking is just the beginning; BoF is about getting Britons active in the outdoors through all types of outdoor activity and adventure from hiking, climbing, trail running to mountain biking and family fun with camping trips and adventure activities such as high ropes courses and geocaching.

OIA chief executive, Andrew Denton comments:

"As an industry, we can create something very special through Britain on Foot. The OIA is privileged and delighted to be leading this campaign, but it will only succeed if the trade gets behind it in a big way. That support, combined with the considerable backing of key figures at Westminster, can make a huge difference and transform a good campaign into a great one. I am hugely encouraged by the response so far, but we need to get the whole industry on board to ensure that Britain on Foot has legs!"
"This is a pivotal time for the UK outdoor industries. We have made it onto the national political stage, we have gathered representatives from all parts of the sector under one banner, and now we have a campaign that everyone can wholeheartedly support. If we all want this to be a success, we can make it happen. So let's work together and get Britain on Foot."

Britain on Foot is not only of huge importance to the outdoor industry, it can also make a major contribution to the country's general health and wellbeing.

The United Kingdom is the third least active country in Europe, with 63% of residents failing to meet the Department for Health's activity targets.

Within the outdoor industry, it is accepted knowledge that one of the easiest and most accessible pathways to a healthier lifestyle is through walking. However, that is a message that still needs to hit home with the majority of the country's population.

Physical inactivity has alarming knock-on effects, from chronic illnesses such as diabetes and
heart disease, to early death. The pressure that this puts on organisations such as the NHS is
becoming intolerable and cripplingly expensive (diabetes care alone costs the NHS £9.8bn each year). The current situation is simply not sustainable and outdoor activities offer a viable, simple solution.

The Government knows this, which is why MPs and ministers have welcomed hearing from a motivated, dynamic organisation with a great idea of how to get the nation walking.